From "manufacturing overseas" to "brand leadership" Chinese fitness equipment companies accelerate their international breakthrough

Data from the China Sporting Goods Industry Federation shows that my country’s fitness equipment exports will reach US$6.405 billion in 2024, nearly double that of 2019, accounting for 22.56% of total sporting goods exports, becoming the single category with the highest proportion of exports. Currently, in the face of new trends in the global fitness market and new challenges in the trade environment, Chinese fitness equipment companies are accelerating to get rid of their reliance on OEMs, transforming into "brand leadership", and making every effort to seize the high end of the global industrial value chain.

The global fitness market is undergoing profound changes, bringing new opportunities to Chinese companies. Data shows that the global fitness equipment market will grow at a compound annual growth rate of 4.8% from 2024 to 2033, with intelligence, home use, and high-end becoming the core trends. The popularization of health awareness has promoted the normalization of fitness consumption, the widespread application of technologies such as smart screens and AI algorithms, the rapid rise of online channels, and the parallel demand for high-end and segmentation. This not only provides support for Chinese companies to consolidate their advantages in the mid- to low-end market, but also creates conditions for them to enter the high-end market.

At present, China's fitness equipment industry has formed a complete industrial chain. Nan'an, Fujian, Ningbo, Zhejiang and other regions have gathered a large number of companies, and the export-dominated pattern is obvious. The weighted average export share of five listed companies, including Sanboshuo and Kangliyuan, exceeds 50%. Treadmills and other fitness and rehabilitation equipment are the main exports. In 2024, export volumes will reach US$1.358 billion and US$5.047 billion respectively. The internationalization paths of enterprises are diversified. Leaders such as Shuhua Sports and Impulse are promoting their brands to go overseas. Merrick and others are rapidly rising based on cross-border e-commerce. Ye Xiaoshou and others are creating a "hardware + content" ecosystem to accurately match different market needs.

At the same time, enterprises are also facing multiple challenges in their internationalization process. At the beginning of 2025, the United States imposed tariffs of up to 145% on some Chinese fitness equipment, and the EU's strict environmental protection and safety standards increased export costs; the export market is highly dependent on the United States, with exports to the United States accounting for more than one-third in 2024, and risk diversification capabilities are weak; the global high-end market is dominated by international giants, China's brand recognition and premium capabilities are insufficient, industry concentration is low, and localized operations are not perfect. Problems such as low industry concentration and imperfect localized operations also need to be solved.

In order to achieve the leap from "manufacturing overseas" to "brand leadership", Chinese companies are taking multiple measures to break through bottlenecks. Optimize the international market layout, increase the development of emerging markets, and set up factories in Southeast Asia and other places to avoid tariffs; build a global brand image, participate in international event sponsorship, and strengthen brand recognition; accelerate intelligent upgrades, build an intelligent hardware ecosystem and subscription-based services; participate in the formulation of international standards, improve diversified channels and service systems, and integrate industry chain resources through capital operations.

Industry insiders said that under the wave of global health consumption upgrades and digital transformation, Chinese fitness equipment companies have entered a critical period for branding overseas. Only by adhering to technological innovation, deepening brand building, and improving global layout can we get rid of "low-end lock-in", realize the transformation from manufacturing output to technology, brand, and solution system output, and write a new chapter of "Created in China" in global market competition.